Breville Air Purifiers remove 99.97% of airborne particles that cause nighttime congestion. And when you remove all that badness at night, there’s nothing but goodness left in the morning.

You have a Covid plan. But have you planned for Covid? There’s a big difference. We’ve been bombarded with so much Covid information over the past few years that Covid fatigue has set in. We’ve become immune to the same messages about planning for and preventing Covid that it’s now falling on deaf ears.

We need to evolve the narrative and not add to the current noise but tell it straight. So, people don’t just have a Covid plan but confidence in their plan for Covid

Audi Social Activation: April Fools Day

Challenge

The good people of South Australia are crazy about their Farmers Union Iced Coffee, but they just didn't fit in their Audi's round cupholders.

Idea

We 'thought outside of the circle' and created the world's first "square cupholder" made especially for the Adelaide market.

Results

This April Fools' Day ruse started as a simple print ad then evolved into a 'viral' video with over 488,000 views on Facebook, with 1,500 shares and 3.5k likes. 

How do you encourage a young female audience to engage in conversation about periods when they don’t want to? You create a way for them to visually express themselves in a medium they love… and it speaks volumes.

Challenge

eBay launched a Christmas campaign beckoning Australians to ‘Join the Gift’d’. ‘The Gift’d’ were different shopper experts with extraordinary gifting powers that they used to help Aussies pick the perfect Christmas gifts. They introduced different shopper archetypes like The Don of Deep and Meaningful, The Lorde of Latest & Greatest, The Master of More for Less, The Princess of Perfect Gifts and The Sultan of Summer Christmas. Each personality encouraged Australians of all gifting skills to take their rightful place alongside the Gift’d crew.

eBay asked us to amplify the campaign and create more engagement on social media.

Idea

Meet Ted, the world’s most Gift’d Guinea Pig.

We built on the 5 existing shopper archetypes and introduced a sixth character that was extra special, as he could possess multiple gifting skills. His name was Ted, and he was an ordinary, long-haired guinea pig with extraordinary gifting skills. To find out how truly Gift’d he was, we put Ted to the test on Facebook Live for an entire week to find out if he was indeed the most gifted shopper of them all.

How did it work?

Every day we filmed Ted on Facebook Live in a custom-made ‘trend room’ that featured two different eBay products. One was the hero product for the archetype, the other was a random Christmas gift. Ted was put to the test to see if he could choose the right gift aligned with the archetype. If he did, he would possess the powers of the archetype (eg. He was the Sultan of Summer Xmas).

During the Facebook Live session, a live commentator (me) reported on the spot and engaged the viewers who were tuning in. They could comment, ask questions and share their love for Ted… and of course, discover their own unique gifting powers.

* We partnered with FB to be one of the first 3 advertisers in Australia to promote via Facebook Live. 

Results

4,040,250 People Reached

2.375,761 Video Views

63,305 links clicks

8,793 Engagements

The NSW Business Chamber has a talent for business, but the same can’t be said for their orchestral abilities. This stunt video was shot live in front of Wynard station and content was seeded socially. The public reactions were all real. And The NSW Business Chamber Orchestra was really... bad. 
 

To establish Ego as the skincare specialists and showcase their range of skincare solutions to Healthcare professionals, we created the “Life is Harsh on the skin they’re in” campaign. Posters highlighted the harsh environment of problem skin conditions in a dramatic and memorable fashion, urging HCPs to change the landscape of problem skin with Ego.

Every child should have the opportunity to play sport. Unfortunately, 1 in 8 kids in NZ are missing out because they simply can’t afford to buy the sports equipment they need. We activated the nation to donate their pre-loved gear to designated Cadbury lockers, so every kid who wanted to play, could.

One thing that is always a sure bet is Trump angry-tweeting while on the toilet. So, let’s give punters not only the opportunity to bet on the election outcome but the opportunity to bet on what he’s going to say each and every day, with special “Trump Word of the Day” bet.

Every day, we pick one of the few words in Trump’s vocabulary and assign daily odds to how many times he uses that word, letting people bet on his ridiculous rhetoric. Not only keeping everyone interested in watching what Trump says but keeping Sportsbet topical by hijacking his campaign every time his tweets get picked up by the news, which is pretty much every day.

Animals Australia needed a campaign that addressed the appalling conditions breeding sows lived in, not to mention the tremendous hardships they had to endure throughout their entire lives.

People were desensitised to images of these animals living in squalor, so I created a campaign that revolved around the end product - the actual recipe. To add some topspin to the thought, we bought media specifically where women were looking for something to cook for dinner, making the shots look amazingly appetising. But when they read the actual recipe, the facts were very hard to swallow.

The campaign generated a tremendous amount of free PR on radio and TV, and a digital campaign further reinforced the messaging. The campaign succeeded in getting two states to remove sow stalls and cease the cruel clipping of docking practices. Plus, Coles even agreed to sell free range pork only.

Rather than target men who are historically lazy at being responsible when they're doing their thing, this campaign instead targets women. I came up with the line "men are crap at wrapping - do it yourself" and the visual idea just fell neatly into place.

The Queen Victoria Building holds countless secrets. This poster campaign reveals interesting bits of information to entice our audience into her humble confines. All will discover that there’s so more to love.

I created this UV awareness campaign for The Cancer Institute with my Head of Art, Mo Shono. The idea was based around a character we created called Officer Ray Day of the Sun Patrol, who made it his mission to make sure everyone applied sunscreen every two hours. As he was a bit of a social character, he had a strong social presence. He was active on facebook, fielding important sun-related questions in his own unique way. His other roles included appearing live at concerts, being played on prerecorded beach announcements and appearing in every other advertising medium that could spread his sun safety message. His catch cry was "U V Safe Now". And he meant it.
 

For two years, my partner and I managed all facets of the Woolworths business - from grocery to services, Jamie Oliver to telco. This covered the entire spectrum of work: brand, retail, digital, co-sponsorship, social and content, experiential and in-store activation. It was a massive machine. Here are a few of the highlights. 

Even when veterans return home from the front, many are still fighting invisible battles like depression, anxiety and Post Traumatic Stress Disorder. This campaign that my Mo Shono (my Head of Art) and I worked on together visually illustrates the silent suffering that all veterans go through; and drives people to donate to help their cause.

Challenge

eBay is perceived as a second-hand marketplace, when in reality 89% of products purchased on eBay are brand new. We needed to raise awareness among women between 18 -40 that eBay sells a range of brand new Activewear in their sports and fashion vertical.

Idea

As we know, women are commonly portrayed in sports/fashion advertising with unrealistic body standards. That’s why we used a “real” person who women could better relate to.

Social influencer Celeste Barber is best know for her recreations and parodies of iconic celebrities. Her unique brand of comedy empowers all women to feel comfortable in their own skin, while also celebrating a realistic female body image.

To champion eBay’s new range of Activewear, Celeste spoofed the Queen B – Beyonce – who herself just released a video promoting her new Activewear brand – Ivy Park.

After our video launched, it created a social conversation that was the talk of the town. It soon became eBay’s most viewed online video – with 1,033,719 views – and an 8% increase in 1st mention unaided consideration across their Fashion vertical. And all for $5K.

F. Whitlock & Sons was a newcomer to the Australian market from New Zealand. They had a bold line of chutneys and sauces, but little money to get their name out. They needed a big idea and an irreverent tone of voice to help tell their story.  We created "free your bold side" and launched with two Facebook videos to kick off our "always on" social strategy. The rest is delicious history. 

People all over the world transfer money with Western Union. But they're sending so much more than money - they're sending an education, money to build schools and homes, to finance weddings and give their loved ones a chance at a better life. I wrote this campaign to capture that emotion, and we used the local currency as a visual vehicle to deliver their dreams.

To re-inject a bit of excitement and involvement around Australia Day, we created Advanced Australia Dare. The campaign encouraged everyone to sing the anthem their own way, and upload their rendition to the website so Australia could vote for their favourite. Posters, PR and guerrilla ideas supported the launch. Thanks to the wonders of the web, hundreds of videos were uploaded from Australians all over the world and the top ones were played in Sydney on Australia Day. The idea was embraced Australia-wide and videos were played all around the country, as well as local and national news.

New Holland came to us with an opportunity to reinvent their entire brand. We did some homework and stumbled upon a lovely little insight about our farmer audience -  that they're forever optimistic about their future. This was a fertile territory that led us to a simple yet compelling idea that was embraced internationally: "own a bright future".

As the tractor market is defined by their colours, New Holland yellows and the blues were prominent throughout, giving them a distinctive look in a cluttered market dominated by giant tractors and farmer testimonials.

Numit takes the pain out of minor surgeries and vaccinations. It works so well, you’ll be tougher than you ever imagined.

I created this poster campaign with my art director Mo Shono to support Sentinel's vet channel. The posters were so graphic and powerful that they couldn't keep enough stock on the shelves to meet the demand.

These are just a few of commercials we created for NewWorld Supermarkets in New Zealand. This idea was a memorable way to tackle retail and advertise their low, low prices by using "big" talent. (The production was inexpensive as well, at roughly $8K a pop). The ads worked wonders and the campaign ran for over four years throughout NZ.

I wrote this campaign to celebrate those 'moments' when The Greater Building Society financially made things possible for their customers - a new home, first car, holiday, retirement, etc. We shot this in super slow motion to make those special moments in life last a little longer.

NEC is one of Australia's most capable Information Communication Technology (ICT) providers, yet most people still associate the brand with home electronics. Our task was to relaunch the brand as a serious B2B player in the ICT solutions, all on a miniscule budget.

It was a challenge, to say the least. But we came up with a campaign that tackled this uniquely difficult problem in a uniquely interesting way.

We knew that we just couldn't go out there and tell people all the great, technical, whiz-bang stuff we did, because everyone could claim that. But what we could do was tell them our unique philosophy behind why we do things, and re-introduce us as a major player in the ICT environment. This humble tone of voice coupled with simple, quirky visuals invited the viewers in and created a category stand out.

Aside from print, interactive game-style rich media using out of home digital displays and online placements, this campaign delivered double the industry interaction rate and an increased click-through rate that was sixfold over the average for the category.

To support the brand advertising and reinforce the tagline "own a bright future", we created some beautiful bretail work (brand + retail) for some of New Holland's most popular tractors and combines. The magical imagery and witty language propelled them to be one of the top players in the category.

Sometimes the big picture doesn't tell the whole story. You need to get a close up view of the real issues to understand the complexities of why things are really happening and who they're affecting. Getting you closer is a tried and true strategy, however, especially for a news syndicate. So we had to delve deeper to make it more interesting. And we did. I was CD of this Sky News campaign created with my Head of Art Mo Shono. The idea uses powerful visuals and thought-provoking headlines to delve in deeper on the real issues so people can see the real story.

ABACUS is the independent body that represents the mutuals, buliding societies and credit unions of Australia. Mo Shono and I developed the "Balance Banking" campaign to educate consumers about the big issues and get them to help push for a government inquiry, as the Big 4 banks have too much influence, make too much profit and do not face enough competition. Posters, print ads and the Abacus roadshow bus drove people to the Balance Banking website where they could watch videos from key economists, as well as voice their opinions on balance banking debate.

IMAX launches and promotes a new film every few months. These are just a few of my favourite posters that myself and my teams worked on over the years at LOUD.